Using influencer marketing to engage younger audiences

To help ITV reach younger audiences, we worked with the broadcaster on an influencer marketing campaign to engage youth audiences for key shows.

Earning fans

One such show was The Voice Kids UK. Using our insight around fans and networks around the celebrity judges, we secured the appearance of vlogger and lifestyle influencer (and Danny Jones fan) Emily Canham, who attended an exclusive screening of the show. Her audience over-indexed the audience of The Voice Kids- our target fans and viewers of the show. Her invite alone produced 11 pieces of organic content which had a potential reach of 3.4m people, as well as 47,000 ‘likes’ and over 800 comments.